The Diet Industry

Executive Summary

The $70.3 billion industry for diet products and plans is experiencing a shakeout as consumer perceptions shift. The industry still fills a need, since about 70 percent of U.S. adults are overweight or obese, according to government data. But attitudes about how to control weight are changing, as many dieters bounce from one plan to another without finding satisfaction. Many give up on dieting altogether in favor of a broader approach that emphasizes eating a wider variety of foods, exercising and seeking to sustain a healthy lifestyle. In addition, new competitors are entering the field to challenge the traditional industry leaders, but the established firms are finding ways to survive in the changing climate.

Key takeaways include:

The year 2017 was a period of recovery for the industry after several down years for major players such as Weight Watchers.

One well-established company, Nutrisystem, has been especially successful in adapting to a changing business environment by seeking partnerships with major retailers.

Fitness apps and trackers, once seen as a potential industry disrupter, have had a mixed record, in part because owners often stop using them after a few months.

Articles

Aubrey, Allison, “Is Dieting Passe? Study Finds Fewer Overweight People Try To Lose Weight,” NPR, March 8, 2017, http://tinyurl.com/yanb5x7v. A writer examines why an increasing number of overweight Americans have lost the motivation to diet.

Chen, Angus, “Diet Foods Are Tanking. So The Diet Industry Is Now Selling ‘Health,’” NPR, Jan. 20, 2016, http://tinyurl.com/ybmncxd6. A journalist looks at how sales of diet food products have dropped in recent years because of consumer disillusionment with their effectiveness.

Kolata, Gina, “After ‘The Biggest Loser,’ Their Bodies Fought to Retain Weight,” The New York Times, May 2, 2016, http://tinyurl.com/hwztkpa. A science and medical reporter explores why contestants on the television show “The Biggest Loser” fail to keep off the weight they lose.

Reports and Studies

“US Diet Trends Market Report,” Mintel, 2017, http://tinyurl.com/yamdwe2q. This annual report by a market intelligence agency looks at the market for diet products and services and finds that many consumers are rejecting the term “diet.”

“The U.S. Weight Loss Market in 2018 – Forecasts,” Marketdata, Dec. 6, 2017, http://tinyurl.com/ydxku2ly. A market research firm examines the weight loss industry and concludes that commercial chains such as Nutrisystem, Weight Watchers and Jenny Craig are well-positioned to increase sales in 2018.

The Next Step

Body Positivity

“What Everyone Is Getting Wrong About Body Positivity,” Health.com, Nov. 9, 2017, https://tinyurl.com/yc65s7wt. Although the goal of body positivity is to redefine the norm for beauty standards, the movement still perpetuates objectifying women, says the cofounder of a body positivity nonprofit group.

Dastagir, Alia E., “Body positivity is everywhere, but is it for everyone?” USA Today, Aug. 2, 2017, https://tinyurl.com/yb75j8ra. Five body positivity activists offer their take on the movement and give advice on how to keep the core message – inclusivity of all bodies – from getting lost.

Feldman, Jamie, “Honestly, The Term ‘Body Positive’ Lost Its Meaning A Long Time Ago,” HuffPost, Nov. 30, 2017, https://tinyurl.com/y9l474hp. The term “body positive” has lost its impact as more fashion brands and companies embrace the trend, sometimes creating suspicions that they do so as marketing ploys to increase profits, argues a fashion and lifestyle editor.

Lamkin, Paul, “Smartwatch Popularity Booms With Fitness Trackers On The Slide,” Forbes, Feb. 22, 2018, https://tinyurl.com/yasheno3. Smartwatches, particularly Apple’s version, have outpaced fitness trackers in 2017 and are expected to continue outselling them in 2018, according to data from an industry analysis company.

Sly, Liz, “Military reviews rules on wearable tech amid fitness tracker concerns,” Boston Globe, Jan. 29, 2018, https://tinyurl.com/ya6og75j. A fitness-tracking company unwittingly revealed highly sensitive military information, including the location of bases and patrol and convoy routes, from collected user data. The U.S. military has had to reexamine its policies on all wireless and technological devices used in military facilities as a result.

Organizations

Euromonitor International60-61 Britton St., London EC1M 5UX, United Kingdom +44 (0)20 7251 8024 www.euromonitor.com/ An international market research company that has examined the soft drink industry.

Jenny Craig5770 Fleet St., Carlsbad, CA 92008-9446 1-760-696-4000 www.jennycraig.com/ A weight loss program designed to provide structure and support to help members lose weight and learn how to keep it off.

National Association to Advance Fat AcceptancePO Box 4662. Foster City, CA 94404-0662 1-916-558-6880 https://www.naafaonline.com/dev2/index.html A nonprofit organization dedicated to protecting the rights and improving the quality of life of fat people.